Brand Tone

Approachable & Friendly, Knowledgeable & Supportive, Encouraging & Inspiring, Reliable & Trustworthy, Enthusiastic & Passionate

Brand Values

• •Quality
• •Service
• •Choice
• •Innovation
• •Accessibility/Inclusivity ('Helping Everyone Grow')
• •Community
• •Sustainability

Best Practices

• •Speak to 'You': Directly address the gardener. Use 'you' and 'your' to make the copy feel personal and focused on their needs and aspirations.
• •Be Encouraging, Not Intimidating: Acknowledge that gardening can have challenges, but frame it as a rewarding journey. Avoid jargon where possible or explain it simply.
• •Highlight Success & Joy: Focus on the positive outcomes of gardening – the beauty of blooms, the taste of fresh produce, the satisfaction of nurturing a plant.
• •Reinforce Trust: Subtly weave in mentions of quality, testing, and the grow guarantee where appropriate to build confidence.
• •Maintain Enthusiasm: Let a genuine passion for gardening shine through. Use vibrant, positive language that reflects the joy the brand aims to bring to its customers.

Social Perception

Mr Fothergill's AU is widely perceived as a reputable and reliable brand for home gardeners in Australia. They are known for providing good quality seeds that generally perform well.

Copy Examples

• •Headline: Start Your Kitchen Garden Today! Body: Dreaming of fresh, homegrown flavours? Our beginner-friendly herb & veggie seeds are triple-tested for quality, so you can grow with confidence. Let's get those hands dirty! #MrFothergillsAU #GrowYourOwn #QualitySeeds
• •Headline: Blooms That Wow! Guaranteed. Body: Brighten your world with our vibrant flower seeds. From classic favourites to unique varieties, we offer the choice you need to create your dream garden. And with our grow guarantee, success is in your hands! #MrFothergillsBlooms #GardeningAustralia #ChoiceInGardening
• •Headline: Little Gardeners, Big Discoveries! Body: Spark a lifelong love for nature! Our Little Gardeners kits are designed for tiny hands and curious minds, making it fun and easy to learn the magic of growing. What will you grow together? #LittleGardeners #FamilyGardening #MrFothergillsKids
• •Headline: Got a Gardening Question? We're Here to Help! Body: At Mr Fothergill's, we're passionate about helping you succeed. Our website is packed with expert advice, and our friendly team (including horticultural pros!) is ready to support your gardening journey. #GardeningAdvice #MrFSupport #HelpingEveryoneGrow
• •Headline: Fresh Flavours, Effortlessly Grown Indoors. Body: No garden? No problem! Discover our innovative HydroGarden kits and enjoy fresh herbs and veggies year-round. It's the modern way to embrace the goodness of homegrown. #IndoorGardening #MrFInnovation #GrowFresh